Case Study
Uber Freight - SEM Conversion Rate Optimization
Intro:
Uber Freight is a B2B company that specializes in Supply Chain/Logistics technology for companies that need to ship or haul goods around the world. Their digital freight marketplace encompasses truck drivers looking to haul goods or shippers in small businesses - all the way up to enterprise companies like Walmart, Coca-Cola. With $1.7B in freight under management, they are one of the largest logistics and transportation companies in the world.
Problem:
The main line of business Performance Marketing supports is Shipper Platform and 80% of its lead/customer acquisition came from paid vs only 20% from organic/outbound. With the freight market softening in late '22 and LTV decreasing, their LTV:CAC ratio was .5x. For every marketing dollar spent, they only gained back half of that in revenue and were losing money. They had a CAC problem. I was tasked with rebuilding the marketing strategy and conversion optimization.
Since SEM had the most potential for volume, I started to rebuild our strategy on this channel first.
Solutions
01
Keywords
Removed non-performing keywords, added negative keywords and converting search terms from phrase ad groups.
03
Offline Conversion Tracking
Campaign conversion goals were focused on several pixel tracked events that were not accurate. Instead I implemented OCT through SFDC conversion imports to help Google prioritize bidding to users who would convert on those events.
02
Device Types
Mobile CpA was 48% higher with a lower conversion rate than desktop. Reduced mobile bidding by 80% and focused budget on desktop devices.
04
Campaign Revenue Analysis
Brand and Non-brand Exact campaigns had higher efficiency through the funnel (lead - load), but we weren't spending enough. Shifted more budget allocation to those campaigns resulting in -20% CpL QoQ.
SEM Optimization Results
Projects
I've highlighted some of my favorite B2B Marketing projects below showing my skill sets and the performance results delivered.
Optimizing Multi-Channel Paid Media Acquisition Campaign
Lead Performance Marketing Manager - Uber Freight
For the Carrier (Driver) line of business, the existing acquisition campaigns needed a refresh and my first project when coming onboard to Uber was to work with our internal creative and channel team on optimization tactics across Search, Social and Display.
I identified that the messaging needed to combat the pain points Carrier's had been communicating in their surveys, the 1st party data used for audiences on Social/Display was outdated and we should experiment with illustration images because of recent success another line of business was having with them.
After relaunching the campaigns across all channels at the end of May, our cost per acquisition was reduced by 51% and below the CPA target set. To prove our optimizations were producing positive results, we implemented an A/B test during the relaunch with the old ads as the control and the new ads as the test group. The results showed the audience overwhelmingly preferred the new messaging and illustrations with a higher conversion rate and 49% decrease in CPA.
ABM Campaign
Digital Marketing Manager - Syapse
The business goal for this initiative was to build awareness of Syapse Real World Data Products and increase opportunities opened with a set of target accounts in Life Science industry. Using Terminus ABM software, I launched a Display ad campaign that first focused on awareness of our brand, then more MoFu ads highlighting our research/webinar invitations and then BoFu ads focusing on data products/demo to engaged accounts. In tandem, I ran sponsored content ads on LinkedIn to the same engaged accounts.
The KPI's used to measure success were CPM to keep to budget and open opportunities with a goal of 5 over the course of Q4/Q1. At the end of Q1 '22, the campaign resulted in $12 CPM, 12 open opportunities, 5 closed/won opportunities and $4.5M in projected revenue off of a $42K ad spend budget.
Website Redesign
HubSpot Marketing Contractor
My client needed their website designed in HubSpot for a brand they acquired. Using a template design I purchased, I was abled to deliver a dynamic UX with animation, video, color and clear user paths to set them up for success when they began launching paid media campaigns.
Additionally, I was able to use workflows in HubSpot to develop a lead routing flow for form signups to their Sales team and create an automated email nurture series for new prospects signing up.
